Strategic Market Analysis and Competitive Benchmarking for Impulse Private Label at Somersault

¹Tammana Yadav, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

²Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

Introduction

In the rapidly evolving Indian kids wear market, brands are increasingly focusing on quality, sustainability, and cultural relevance to capture the attention of discerning parents. Somersault, a modern kids wear brand founded by Shreya Kapoor Suri and co-founders in 2022, has carved a niche for itself by blending comfort, quality, and Indian cultural elements in its product offerings. Leveraging the expertise of Impulse International Pvt. Ltd., a seasoned garment manufacturer with over 40 years of experience, Somersault addresses a significant gap in the market for high-quality, safe, and culturally relevant children's clothing. This research paper aims to conduct a comprehensive competitive analysis and gap analysis of Somersault's current product assortment, utilizing insights gained from an internship with the Somersault Buying Team, sales data, and market trends.

The study will provide actionable recommendations for the SS25 collection, aligning product offerings with market trends and consumer preferences to strengthen Somersault's position as a leading kids wear brand in India and enhance customer satisfaction. By exploring the intersection of market trends, consumer expectations, and product assortment, this research seeks to contribute to the growing body of knowledge on kids wear branding and product development in the Indian context.

Objectives

• Benchmark Somersault's market positioning against key competitors to identify strengths, weaknesses, and opportunities.
• Conduct a comparative analysis of product offerings across competing brands to identify market gaps and best practices.
• Evaluate brand differentiation based on quality, design, and cultural integration to inform Somersault's product development and branding strategies.

Literature Review

(Banerjee & Pawar, 2013) The Indian kids wear market has experienced significant growth over the past decade, driven by rising disposable incomes, urbanization, and increasing awareness among parents regarding quality and style in children's apparel. The market is projected to reach USD 23.2 billion by 2034, growing at a CAGR of 5.8% from 2024 to 2034.

Qureshi, N. A., et.al., (2025) Research has shown that the kids wear market is diverse, with distinct consumer groups having different preferences and purchasing behaviours. Factors such as age, gender, region, and socio-economic status significantly influence buying decisions. Successful kids wear brands in India are those that can effectively identify and cater to these varied consumer clusters.

Allied Market Research (2024) provides updated market size and growth projections for Indian kidswear. The report values the market at USD 10.60 billion in 2024, with expectations to reach USD 23.2 billion by 2034, growing at a CAGR of 5.8%. Growth drivers include a large young population, rising incomes, and changing consumer attitudes toward comfort, safety, and cultural relevance. The expansion of organized retail and e-commerce has further accelerated market growth. The study underscores the strong growth outlook for Indian kidswear, driven by demographics and evolving consumer preferences.

IMARC Group (2024) examines current trends and innovations in the Indian kidswear market. The report notes that brands are adopting advanced technologies like AI for trend prediction and product personalization. There is a growing focus on sustainability, with eco-friendly materials and ethical production gaining traction. E-commerce is transforming distribution and customer engagement, making shopping more accessible. Technology, sustainability, and digital platforms are shaping the future of the sector.

Indian Retailer (2024) explores the competitive landscape of Indian kidswear. The market features both domestic (Lilliput, Littles, Ruff) and international brands (UCB, Mothercare, Zara). Competition has led to segmentation, product innovation, and targeted marketing. Trends include increased spending on fashion-forward and premium offerings, especially in urban areas. The report highlights that innovation and differentiation are key in a highly competitive market.

Her Startup Story (2022) discusses the emergence of new brands like Somersault.Homersault differentiates itself by combining modern design with Indian cultural elements and international safety standards. The brand emphasizes sustainability and leverages digital platforms for outreach. The case of Somersault illustrates how new brands can succeed by focusing on cultural integration, sustainability, and digital engagement.

Methodology

Total 52 responses were gathered, out of a total of 55 that were exchanged. The close-ended, MCQ-based questions and five-point Likert scale were used because they produced stronger findings. Respondents were asked to fill out a form with information on the following subjects: Purchasing Frequency, Brand Awareness, Brand Perception and Product preferences.

Data Collection method

To gather information about Category Product gap and Competitive Analysis for Impulse Private Label-Somersault the study utilized a survey methodology kidswear market is experiencing robust growth, valued at approximately USD 10.6 billion in 2024 and projected to more than double to USD 23.2 billion by 2034, at a CAGR of 5.8%.

Quantitative research will be used to collect representative data from the target respondents. Utilizing quantitative research has the benefit that it generates trustworthy and accurate facts that are often qualified to a big audience. Respondent data for this study is gathered via a google form survey.

According to Rowley and Slack (2004), literature reviews are crucial for defining a research subject, question, or hypothesis as well as the body of literature that the study will add to. The secondary data for this study were gathered using textbooks, scholarly journals, conference papers, news articles, and other sources. To get it started in a topic of study, Journals are a good option and it come in two varieties: scholarly journals and journals without peer review.

Data Analysis & Interpretation

For Data analysis researcher used descriptive analysis which summarizes data characteristics and it is essential for transforming raw data into meaningful insights that support decision-making. Qualitative methods, such as thematic and content analysis, focus on understanding patterns and themes in non-numerical data. Each method serves distinct purposes, as a researcher it allows to uncover trends, relationships, and actionable insights tailored to their specific objectives and data types.

Hypothesis-Chi Square Test-1

H0: There is no significant difference in brand awareness between Somersault and other major kidswear brands.

H1: There is a significant difference in brand awareness between Somersault and other major kidswear brands.

Interpretation

The p value is 0.001 which is less than the alpha value (0.05), hence the null hypothesis is rejected. Therefore, there is a significant difference in brand awareness between Somersault and other major kidswear brands.

Hypothesis-Chi Square Test-2

H0: There is no significant difference in the preferred sources of information for researching kidswear brands (customer reviews, social media influencers, parenting blogs/forums, recommendations from friends/family).

H2: There is a significant difference in the preferred sources of information for researching kidswear brands (customer reviews, social media influencers, parenting blogs/forums, recommendations from friends/family)

The p value is 0.001 which is less than the alpha value (0.05), hence the null hypothesis is rejected. Therefore, there is a significant difference in the preferred sources of information for researching kidswear brands (customer reviews, social media influencers, parenting blogs/forums, recommendations from friends/family).

Hypothesis-Chi Square Test-3

H0: There is no significant relationship between a parent's stated interest in purchasing sustainable or eco-friendly kidswear and the prioritization of sustainability as a valued attribute in kidswear brands.

H3: There is a significant relationship between a parent's stated interest in purchasing sustainable or eco-friendly kidswear and the prioritization of sustainability as a valued attribute in kidswear brands.

The p value is 0.001 which is less than the alpha value (0.05), hence the null hypothesis is rejected. Therefore, there is a significant relationship between a parent's stated interest in purchasing sustainable or eco-friendly kidswear and the prioritization of sustainability as a valued attribute in kidswear brands.

 Secondary Data Analysis

Observation based on Secondary Data: Online website

Observations

• Price Variation: Despite similar fabric composition (100% cotton) and design (small print), there is a noticeable price difference. Somersault's bodysuit is priced significantly higher than Hopscotch and Mothercare.
• Brand Perception: Somersault positions itself as accessible luxury, blending cultural relevance with international standards. The higher price point may be justified by factors such as ethical sourcing, sustainable production practices, and premium branding.
• Competitive Landscape: Hopscotch and Mothercare, as established players, may benefit from economies of scale or different sourcing strategies, allowing them to offer similar products at lower prices.

Further Investigation

• Examine additional product features (e.g., stitching quality, durability, certifications) to identify differentiators.
• Gather customer reviews to understand perceptions of quality and value for each brand.
• Analyse promotional strategies and discounts offered by each brand to assess price competitiveness.

Despite similar fabric and design, Somersault's 100% cotton bodysuit is priced higher than those of Hopscotch and Mothercare. This suggests a premium pricing strategy, requiring Somersault to effectively communicate its added value to justify the higher cost to consumers.

Observations

• Price Disparity: Mothercare's sleepsuit is significantly more expensive (₹1299) than Somersault (₹599) and Hopscotch (₹549), despite similar fabric, color, and design.
• Brand Positioning: Mothercare, as an established international brand, may command a higher price due to its reputation for quality, reliability, and brand trust.
• Somersault vs. Hopscotch: Somersault's sleepsuit is slightly more expensive than Hopscotch's, which could be attributed to differences in sourcing, production costs, or brand positioning strategies.

Further Investigation

• Examine detailed product specifications (e.g., stitching, detailing, certifications) to identify quality differences.
• Analyse customer reviews to assess satisfaction and value perception for each brand.
• Evaluate the impact of promotions and discounts on effective pricing and consumer behavior.

While Somersault, Hopscotch, and Mothercare offer similar 100% cotton sleepsuits, Mothercare differentiates its product with value-added features like integrated scratch mitts and a footed design. This allows Mothercare to justify a higher price point compared to the basic, snap-button designs of Somersault and Hopscotch.

 Findings

The competitive analysis reveals that Somersault operates in a dynamic and rapidly growing Indian kidswear market alongside established players such as Hopscotch, Mothercare, FirstCry, and Carter’s. These competitors offer a wide variety of products and have strong brand recognition, with Hopscotch and Mothercare, for example, achieving significant online traffic and engagement. Hopscotch leads in digital presence and customer engagement, ranking in its category with over 534,000 visits in three months, compared to Mothercare’s rank and 106,000 visits.

Somersault differentiates itself by focusing on comfort, quality, and Indian cultural relevance, while also emphasizing safety and sustainability in its product offerings. The brand leverages over 40 years of manufacturing expertise from its parent company, Impulse International, and has established a presence both online and offline, making its products accessible to a wide customer base. Despite being a relatively new entrant (launched in 2022), Somersault has already served over 20,000 customers and is steadily building brand loyalty by addressing gaps in the market for high-quality, safe, and culturally relevant kidswear. The brand’s strategy of blending international standards with local traditions and accessible luxury allows it to appeal to modern Indian parents who are increasingly conscious of both style and safety for their children.

Conclusion

The competitive analysis highlights Somersault’s distinct position and potential within the Indian kidswear market. As a relatively new brand, Somersault has quickly established itself by blending comfort, quality, and Indian cultural aesthetics, setting it apart from established competitors like Hopscotch, Mothercare, FirstCry, and Carter’s. These established brands have built strong reputations over time, offering extensive product ranges and leveraging significant online and offline distribution networks. For instance, Hopscotch and FirstCry are recognized for their wide assortments and aggressive digital presence, while Mothercare is known for its international quality standards and trust among parents. Despite this, Somersault’s unique focus on sustainability, safety, and accessible luxury has allowed it to carve out a niche among Indian families seeking both style and substance in children’s clothing.

The analysis also shows that Somersault’s multi-channel strategy-selling through its own website, major e-commerce platforms, and select offline outlets-has enabled it to reach a diverse customer base across different regions of India. This broad presence is crucial in a market where consumer preferences are rapidly evolving and competition is intense. Moreover, Somersault’s commitment to using ethically sourced materials and maintaining high safety standards resonates strongly with modern Indian parents who are increasingly conscious of the quality and origins of the products they buy for their children.

While competitors may have a larger assortment or greater brand recognition at present, Somersault’s approach of combining international manufacturing expertise with local cultural relevance positions it well for sustained growth. Its emphasis on customer feedback, continuous innovation, and eco-friendly practices not only differentiates the brand but also builds long-term loyalty. As the Indian kidswear market continues to expand, Somersault’s strategy of accessible luxury, cultural authenticity, and ethical production will likely become even more relevant and appealing.

The competitive analysis demonstrates that Somersault is on a promising path. By continuing to leverage its unique strengths and adapting to the evolving market landscape, the brand is well-positioned to strengthen its presence and work towards its vision of becoming the leading choice for children’s clothing in India.

 References

Banerjee, S., & Pawar, S. (2013). An exploratory study of the Indian kidswear market. Journal of Fashion Marketing and Management, 17(2), 173-187. doi: 10.1108/JFMM-05-2012-0024

Qureshi, N. A., Babar, S. F., & Maryam, A. (2025). A Multimodal Analysis of Pakistani Advertisements for Children's Clothing Brands. The Critical Review of Social Sciences Studies, 3(1), 46-58.

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